This document provides a marketing presentation on the detergent brand Surf Excel. It discusses Surf Excel's history in India since 1954, its product range targeting different markets, and marketing strategies like promotional advertisements transitioning from rational to emotional appeals. Competitors include Aerial and P&G. Observations note Surf Excel as an experienced player with innovative ads and strong distribution. Suggestions include reducing price and ad expenses while expanding rural penetration.

1. MARKETING
MANAGEMENT
PRESENTATION ON “SURF
EXCEL”
BY,

3. CONTENT
 History
 Marketing Strategy
 Product range & target market
 Promotion/ Ad & competitors
 Observations & Suggestions

4. HISTORY OF SURF EXCEL
 Surf is the name of the brand of laundry detergent made by
Unilever.
 Surf was introduced in the year 1954 after Rinso (brand before it)
failed.
 One of the oldest detergents in India.
 Competition emerged from low priced detergents in 1970’s.
 Revolutionary change in 1990’s through various ad campaing.
 Today , Surf Excel leads the premium wash category in India with
baseline “Dirt is good”.
 Some of the other major detergent products of Unilever in India
are Rin & wheel. The latest entry into the segment is Comfort
, a fabric conditioner.

5. Marketing Strategy/Objectives
 Surf has been in the market for a long time and has
effectively managed its product life cycle with the help of
product innovations and great marketing stratergies.
 Unilever markets detergent products internationally and
uses individual sub-brands to segment those markets.
 Formulation of the detergent and the market targeted vary
by region.
 Launching variants in the washing machine category.
 Effective Ad campaing .
 Approaching new market.

6. PRODUCT RANGE & TARGET
MARKET
Product range
 Surf excel detergent bar
 Surf excel blue
 Surf excel quick wash
 Surf excel automatic
 Surf excel top-load & front load
Target market
 Sachet packet (Rs 2/-) – mass market , convenient &
affordable
 Detergent bar , Surf excel blue , surf excel automatic– middle
class & upper middle class

7. Promotion/Advertisement
 Lalitaji , Surf karidne mein samajdari hai- It makes better sense
to buy surf. Made huge impact.
 Daag doodthe rehjavoge.
 Daag acche hote hain- Dirt is good.
Rational appeal
To
Emotional appeal

8. COMPETITIORS
 Aerial
 Johnson & Johnson
 P&G

9. Observations
 Experienced player
 Innovative advertising approaches
 Provides offers & schemes
 Strong distribution channel
Suggestions
 Reduce the pricing
 Reduce the expenses on advertisement
 Penetration in rural areas

10. “DIRT IS GOOD”

11. Thank you